Whether it’s a bright pink hat, a gorgeous fascinator or a pair of metallic shoes, Vicky Ogden’s accessory choices always ensure that she stands out. Over the three days that we spent at Pure, you only had to scan across London Olympia’s grand hall and search for the most striking piece of headwear in order to find her. As you may already know, we love to get creative with our styling, so we couldn’t wait to catch up with her after the show to discover Pure through the eyes of its Head of Accessories and Footwear!
Vicky’s vibrant style seems to be an expression of her bubbly personality. It’s almost as if she is allowing you to get to know her before you’ve even engaged in conversation and because of this, on first impression, she already feels familiar. “I’ve always been quite extravagant” she explained over the phone as she hurriedly packed her bags for an event in Milan this week. “I like to be expressive and am not afraid of colour. Sometimes when I’m waiting for a bus I’ll notice someone smiling at me and I’m sure it’s because of the hat or the shoes that I’m wearing. Fashion should be shared. Communication is what fashion is about.”
Throughout the three-day event, Vicky would often be seen caught up in lively conversation with various exhibitors and visitors to the show. Like a fairy godmother of fashion, she seemed to leave a trail of glitter and good vibes in her wake. Building a friendly and personal connection with each exhibitor is clearly something that she feels extremely passionate about. “I love meeting all of the different brands at the show and finding out their story. I like to think that those exhibiting with us know and trust the people who are representing them. I’ve seen so many new businesses blossom through their involvement with Pure and that’s really rewarding for me.”
When wandering through the show ourselves, we were overwhelmed by the amount of variety there was. Every brand seemed keen on expressing their own unique style. This was something that Vicky was really enthusiastic about. “This year I felt a sense of optimism from designers. They weren’t afraid to go for lots of colour and be a bit different.” Vicky found it hard to choose her favourite exhibitors this year but there were a few that stood out to her! “Tatty Devine’s jewellery was a personal favourite of mine. I bought this wonderful bright necklace from the new collection that looks like a giant paint pallet. You were also a breath of fresh air for us at the show. We’ve never had something like you before and your stand definitely created a buzz.”
Being new to the world of Pure and a new brand on the market, we were keen on receiving some advice from Vicky directed specifically at brands that had recently experienced their first fashion buying event. “Pure provides a great platform for brands to make contacts” she explained. “It’s so important in this industry to network, therefore I always believe that every brand should do at least two shows. People want to know that you’re here to stay. You can also learn a lot from your first show and get something totally new out of the experience the second time around.”
Vicky and her entire team’s passion for Pure is infectious and this is evident by the many brands that choose to return year and year again. On the last day of Pure, I was speaking to a handbag company who were celebrating their 20th appearance at the show and they explained how their experience always seems fresh and exciting every time they visit. “We’ve developed a lot over the past few seasons” Vicky told me. “Fashion never stands still. It’s constantly evolving so we have to work fast to keep up with that.”
Plans for the next event are already under weigh and anticipation is building, especially surrounding the decision to incorporate menswear into the show for the first time. Vicky wasn’t giving too much away but she definitely divulged enough to pique our interest: “Our event in August has a really interesting theme! We’re introducing some new elements that we’re really excited about.” We can’t wait to discover what Pure has in store for us all in five months time and, of course, what stunning accessories Vicky will be wearing at the show!